Digital Marketing - Final Project

CAITLIN CAPORALE MUSIC

by: Rebecca Michelson

A Digital Marketing Plan

WHO IS CAITLIN CAPORALE?

Caitlin Caporale is a pop/R&B singer based in New York City. Since competing on Season 8 of NBC’s The Voice, she has been writing and recording her debut EP,

due out this fall.

ELEVATOR PITCH

For plugged-in music-lovers who enjoy keeping up with trends, Caitlin Caporale is an up-and-coming powerhouse

vocalist that will take the new-music market by storm. Having come off a successful run on The Voice, she has already proven her worth in the industry, preparing

everyone for her unique take on the pop and R&B world.

CUSTOMER PERSONA

25 year old freelance social media marketer living in New York City. She is always looking

for the best new restaurants, bars and rooftops in the city. She likes to stay ahead of the trends by being the first to post on social media about everything. She uses Facebook, Twitter, Snapchat, and Instagram to keep up with the world. She’s constantly looking for

new music to introduce to her friends.

Curious Courtney:

CUSTOMER PERSONA

BUSINESS MODEL

Caitlin Caporale is working towards releasing an EP which will bring in revenue through album

sales on iTunes, her website and streams through third party sites.

OBJECTIVE

Our goal this month is to increase leads by 10% in order to start building a pipeline for

future album sales.

Objective KPI: Number of Leads Acquired

OBJECTIVEFacebook: 4662 followers

Youtube: 7170 subscribersTwitter: 6290 followers

Instagram: 5768 followers

OBJECTIVEFacebook: 4662 followers

Youtube: 7170 subscribersTwitter: 6290 followers

Instagram: 5768 followers

INITIAL LEADS: 122 email subscriptions

OBJECTIVE GOAL: 12 email subscriptions

TACTICS

Our two objective tactics will be: Facebook Marketing Campaign

&Organic Content Marketing

Across Social Media Platforms

Tactic-Level KPIs: Facebook LikesCost-Per-Click

&Email Sign Ups

Cost-Per-Acquisition

FACEBOOK MARKETING

We will use paid Facebook ads to run a two-part Facebook marketing campaign.

Step ONE:Run paid ad to acquire

Facebook likes.

Step TWO:Run paid ad to acquire

Email sign-ups.

FACEBOOK MARKETING

FACEBOOK MARKETING

FACEBOOK MARKETING

BUDGET: $100 per week for paid marketing

$15 per day to run one ad

We must look at: CPC

Email Sign-UpsConversion Rate

CONTENT MARKETINGSupplemental Tactic:

Content Marketing/Organic Facebook Optimization

CAMPAIGN RESULTSObjective: Our goal this month is to increase leads by 10% in

order to start building a pipeline for future album sales.

Measuring in: leads (email sign-ups)

Cost-Per-Click: $0.23

Clickthrough Rate: 2.35%

Reach on Ad: 1703

*Conversions (Email Sign-Ups): 10

Dollars Spent: $10.65

*CVR: 2.17%

*CPA: $0.93

CAMPAIGN RESULTS

We achieved an 8.5% increase in email leads within 24 hours.

More money + more time = high success rate

WHAT COMES NEXT?Over the next few months, we will optimize

Caitlin’s reach by:

Pushing for More Email Sign-UpsMulti-Platform Paid and Organic Campaigns

Updates to Website Email Campaign

EP Release to make $$$